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  1. 1. Vanessa Cotton Managing Director ExCeL London Peter Turner Bus Dev Director– Institutional Division - US Market MCI Mega Trends and Their Influence on Association Meetings
  2. 2. Session Overview <ul><li>Mega Trends </li></ul><ul><li>Trends in Associations </li></ul><ul><li>Table Discussion - Report Out </li></ul><ul><li>Trends in Association Meetings </li></ul><ul><li>Table Discussion - Report Out </li></ul>
  3. 3. Mega Trends <ul><li>Global Economy </li></ul><ul><li>Demographic Shifts </li></ul><ul><li>Scientific and Technological Advancements </li></ul><ul><li>Sustainability </li></ul><ul><li>Open vs Closed Systems </li></ul>
  4. 4. Global Economy <ul><li>Outsourcing (Asia) spreads to white collar </li></ul><ul><li> BPO - from admin (call centers) to the more professional (engineers) </li></ul><ul><li>24/7 Project mgmt requiring interoperable standards & practices </li></ul><ul><li>from body of knowledge to practices (e.g CMP applied globally) </li></ul><ul><li>Asian skill “gaps” in knowledge application </li></ul><ul><li>millions graduating with degrees and English skills BUT lacking </li></ul><ul><li>Customer service expectation is becoming global </li></ul><ul><li>same quality expectation whether NY, London, Dubai, Singapore </li></ul><ul><li>Bottom billion - serving the world's poor </li></ul><ul><li>innovation in product, pricing, distribution models </li></ul>
  5. 5. Demographic Shifts <ul><li>Massive fluctuation in youth and aged cultures </li></ul><ul><li>consumer habits, learning modes, supply of labor </li></ul><ul><li>Global tsunami - “NetGeneration” impose authority </li></ul><ul><li>options, “remix”, analyze, innovation, speed immediacy, integrity, interactive/inclusive, experience vs outcome, authenticity, trust, social good </li></ul><ul><li>Workforce mobility & diversity </li></ul><ul><li>acceleration of expats working around the world; cultural assimilation </li></ul><ul><li>Asia’s growing middle class </li></ul><ul><li>  fueling massive consumption in goods and services </li></ul>
  6. 6. Scientific and Technological Advancements <ul><li>End of hegemony of &quot;mega hit&quot; 80/20 rule of mass marketing </li></ul><ul><li>Internet search and e-commerce give consumers ability to satisfy personal taste </li></ul><ul><li>Rise of the “citizen producer” DIY  </li></ul><ul><li>“ do it yourself” tools unlock creativity and “power to associate” on their terms </li></ul><ul><li>Knowledge becoming more diffuse </li></ul><ul><li>greater proportion of peer review papers from Asia </li></ul><ul><li>Life long learning </li></ul><ul><li>as standards of living rise demand for &quot;non formal&quot; education grows </li></ul>At Amazon, more than half of its book sales come from outside its top 130,000 titles. This means the market for books on Amazon not sold in a book store is larger than the market of books that are. Where is the highest book sales volume on Amazon? Top 10,000 titles? Top 100,000? Outside of its 130,000 titles?
  7. 7. Sustainability <ul><li>Data incontrovertible </li></ul><ul><li>US state and local leaders push </li></ul><ul><li>Mounting pressure to do more than simple CSR </li></ul><ul><li>customer demand, business innovators </li></ul><ul><li>Rethinking the business model and product design </li></ul><ul><li>sustainability is innovation </li></ul>
  8. 8. Rise of Open versus Closed Systems <ul><li>Notion of “open source” began with Linux and spread </li></ul><ul><li>networks trump hierarchies </li></ul><ul><li>Innovations in biz models </li></ul><ul><li>new customer communities seeker solver markets </li></ul><ul><li>Power of Customer Networks </li></ul><ul><li>network-centric product and service development (crowdfunding, crowdsourcing) </li></ul>eBay researchers compared the behavior of active participants and lurkers and found that : Lurkers and active participants won up to 25% more auctions Lurkers and participants paid prices that were as much as 24% higher Lurkers and participants spent up to 54% more money in total Active participants listed up to 4 times as many items Active participants earned up up 6 times as much monthly sales revenue For first time sellers who were lurkers and participants, 10 times as many of them started selling on eBay after joining the community
  9. 9. Association Trends <ul><li>Global Strategy </li></ul><ul><li>Standard Product Development </li></ul><ul><li>Business Metrics & Measures </li></ul><ul><li>Customer Attention Deficit </li></ul><ul><li>ISO Credible Sources </li></ul><ul><li>Customer Experience Management </li></ul><ul><li>Regionalization (Planning/Infrastructure) </li></ul><ul><li>Hot Regions </li></ul>
  10. 10. Trends in Associations <ul><li>Forming global strategy, business model and infrastructure </li></ul><ul><ul><li>think &quot;start up&quot;:  market sizing, biz planning, customer and partner dev </li></ul></ul><ul><li>Standardized product management (all LOB) </li></ul><ul><li>speed to market, quality, customization </li></ul><ul><li>Multi-level focus on business metrics and measurement </li></ul><ul><li>org strategy, product, customer engagement (strategy maps, balanced score card) </li></ul>
  11. 11. Trends in Associations <ul><li>Attention “competition” </li></ul><ul><li>bleeding member, customer interest </li></ul><ul><li>Customer ISO credible reference groups </li></ul><ul><li>associations no guarantee </li></ul><ul><li>Customer experience management </li></ul><ul><li>study how ppl consume your product or service </li></ul>
  12. 12. Trends in Associations <ul><li>Regionalisation </li></ul><ul><ul><li>think platforms for growing local demand, content, promotion, sales </li></ul></ul><ul><li>Hot Regions </li></ul><ul><li>Asia (especially China and India), Arabia (Dubai) </li></ul>
  13. 13. Group Discussion - MEGA & Association Trends <ul><li>What do you see as… </li></ul><ul><li>- Key challenges - Key outcomes </li></ul><ul><li>How must your products and services need to adapt? </li></ul><ul><li>How must your methods for designing and delivering meeting services change? </li></ul><ul><li>What new skills or expertise must we develop? </li></ul>
  14. 14. Trends in Association Meetings <ul><li>High Touch </li></ul><ul><li>More production </li></ul><ul><li>More & smaller break-outs </li></ul><ul><li>More experiential </li></ul><ul><li>Exhibitions </li></ul><ul><li>More ambitious </li></ul><ul><li>Learning centres </li></ul><ul><li>Timing </li></ul><ul><li>Shorter </li></ul><ul><li>Less Weekends </li></ul><ul><li>Family & Spouse programmes </li></ul>
  15. 15. Destination <ul><li>Green meeting services </li></ul><ul><li>Planner demand </li></ul><ul><li>Facilities, services etc. </li></ul><ul><li>Easy to reach </li></ul><ul><ul><li>Low cost airlines </li></ul></ul><ul><ul><li>Bookability </li></ul></ul><ul><li>Hotels </li></ul><ul><ul><li>Moving to sellers market </li></ul></ul><ul><ul><li>Focus on RevPAR </li></ul></ul><ul><ul><li>Challenge of block management </li></ul></ul>
  16. 16. Management <ul><li>Alliance and partnership development </li></ul><ul><li>ongoing conf business (co-branding, outreach, BD, sponsor channels) </li></ul><ul><li>Product development process </li></ul><ul><li>event business strategy, end user integration </li></ul><ul><li>Customer “value add” experience design </li></ul><ul><li>mapping before, during and after experiences </li></ul><ul><li>Digitizing and monetizing conference content </li></ul><ul><li>taking face 2 face content and distributing it more widely </li></ul>
  17. 17. Group Discussion - Association Meeting Trends <ul><li>What do you see as… </li></ul><ul><li>- Key challenges - Key outcomes </li></ul><ul><li>How must your products and services need to adapt? </li></ul><ul><li>How must your methods for designing and delivering meeting services change? </li></ul><ul><li>What new skills or expertise must we develop? </li></ul>
  18. 18. <ul><ul><ul><ul><ul><li>Contact Information : </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Vanessa Cotton Peter Turner </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Managing Director Institutional Division - US Market </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>ExCeL London MCI </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>+44 20 7069 4740 +1.571.275.1516 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> [email_address] </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul></ul>
  19. 19. For More Information / opensource.association –